JETBLUE
Seamless and intuitive flight booking
Product Goal: Create a clear UX for users to upgrade/select fares and filter through flights.
My Role
Lead Product Designer for Booking flows
Research
Prototyper
User testing, analyses
Team:
Product owners
Design systems
Engineers
Data Analyst
Process:
Audit of current design
Used Fullstory to observe user sessions
Analyzed results with the data and product team to define pain points and possible solutions
Conducted competitive analysis of over 13 airlines and travel sites
Used the design system to create wires, presented to the team, and got feedback
Created multiple prototypes, and tests for users, and put them into Usertesting.com to get user feedback
Created pixel-perfect designs for all screens and handed them off to dev for implementation
Designed a simple UI/UX for filters, search, and fares
Updated site templates
Results
Increased sales
30% on the web and mobile. Raising the overall ticket sales revenue and profits.
Better usability
Higher click-throughs (data from Fullstory) to complete booking of flights from search.
New Design
The new design templates were implemented across the current site.